On April 9, Ray-Ban - the iconic eyewear brand owned by EssilorLuxottica Group - officially appointed singer Jennie (Blackpink) as a global ambassador.
This cooperation aims to reach young consumers around the world, especially those interested in fashion and music.
After the performance as the closing artist at ComplexCon (Hong Kong, China), Jennie's unique style in combining high-end fashion and street fashion was evaluated by Ray-Ban as very suitable for the brand's spirit - the harmony between timeless design and modernity.
Jennie shared about this collaboration: "I am very happy to collaborate with Ray-Ban. From the beginning I felt very natural. For me, confidence is not noisy; it comes from feeling comfortable with yourself and expressing yourself gently.
Ray-Ban also carries such energy: simple, expressive and easily attached in life. I love things that can accompany me every day and become part of my mood, and this collaboration is perfectly suited for that.
Along with information about the new ambassador, Ray-Ban also launched a promotional campaign showing Jennie's bold style, expressive energy and confident personality.
According to media reports, signing a contract with Ray-Ban marks a major step forward in Jennie's fashion position.
Previously, the female singer of Blackpink was known as an ambassador and familiar partner of the Korean fashion eyewear brand Gentle Monster.
The female singer made her mark when she partnered with this brand to launch 3 collections including "Jentle Home", "Jentle Garden" and "Jentle Salon" from 2020 to 2024.
The collections all created a "fever" in the fashion world, making Gentle Monster globally famous. Even, Gentle Monster's glasses are called "Jennie sunglasses" because the female singer has become the iconic face of the brand.
After breaking up with Gentle Monster, Jennie signed a contract with Ray-Ban - an international brand that is not unfamiliar in the global fashion world. This brand has a long history since 1937. Last year, male rapper A$AP Rocky - Rihanna's boyfriend - became the Creative Director of the brand.
Recent information shows that after Jennie left, Gentle Monster saw both revenue and operating profit decrease. Meanwhile, this brand once grew revenue for 4 consecutive years after appointing Jennie as ambassador. To see, Jennie's influence on the brands she cooperates with is very significant.
Jennie is currently a leading face in the field of fashion and advertising. The most prominent is Jennie's role as ambassador for the luxury brand Chanel, which has lasted for 8 years to date.
